Date post: | 11-Jan-2017 |
Category: |
Presentations & Public Speaking |
Upload: | marion-rhodes |
View: | 92 times |
Download: | 2 times |
G E R M A N I M M E R S I O N S T R AT E G I E S F O R E X PAT R I AT E S A N D O T H E R D E U T S C H - FA N S
M A R I O N R H O D E S@ I M C T R A N S L A T I O N S
# A T A 5 7
SOUND FAMILIAR?
#BilingualProblems
I. Problems for expatriate translators
II. What is German?III. Why should I care?IV. Immersion strategiesV. Brainstorming
PROBLEM #1:NATIVE SPEAKER & TARGET COUNTRY PRINCIPLE
PROBLEM #2: YOUR SECOND LANGUAGE BECOMES YOUR DOMINANT LANGUAGE
“VOLLPFOSTEN!”
“WIE … IST DAS DENN?”
PROBLEM #3: YOUR NATIVE LANGUAGE KEEPS CHANGING
WHAT IS GERMAN?
INFLUENCES ON THE GERMAN LANGUAGE
German Language
Globalization
AdvertisingTV
Technology &
Lifestyle
Migration
GLOBALIZATION• English dominates as
international business language & language of pop culture
• Anglicisms (Computer, Selfie, Cloud, Shitstorm, Hipster)
• Pseudo-Anglicisms (Handy, Body Bag, Hometrainer, Beamer)
• Denglisch (entfrienden, gecancelt, chillen)
ADVERTIS ING• Anglicisms: ¼ of all slogans in
German-speaking regions are in English (2011, Slogans.de)
Significant increase starting in the 1980s and ‘90s
Unified brand image across the globe
• Neologisms: Memorable Catchy
TVExample:“Nerd”• Streber
• Versager
• Trottel
• Loser
• Computerfreak
TECHNOLOGY & LIFESTYLE
Kurzdeutsch:„Ich bin noch Büro.“„Kommst du Bahnhof?“„Er hat Tor geschossen.“„Welches Kino geht ihr denn?“
• What’s App• Facebook• Twitter• Text Messages• Chat
MIGRATION• 16 million migrants (*2014)
• 1 million refugees in 2015
• Up to 300,000 refuges in 2016
• 1/5 of the German population has a migration background
• 84% of Germans have noticed significant changes in the German language
• Trends:
- simplified grammar
- new words
LANGUAGE INFLUENCES • New words (wellness weekend,
lan, yallah)
• New meanings (“Es macht keinen Sinn”)
• Fading case differentiation (“Das Auto von meinem Vater”)
• Vanishing endings (“Das Auto von mein_ Vater”)
• Prepositional phrases (“Wollen Sie das alte System mit einem neuen Modell ersetzen?”)
• Changing proverbs & metaphors (“Ein Spatz in der Hand ist besser als zwei im Busch”)
Multi Kulti
GermanEnglish
Turkish
Russian
Arabic Polish
Turkish
Yugoslavian
Albanian
KIEZDEUTSCH
KANAK SPRAK
STRAẞENDEUTSCH
TÜRKENSLANG
DO YOU KNOW THESE GERMAN WORDS?Smombie:
A person who is so absorbed in his or her smartphone that he or she doesn’t pay attention to his or her surroundings (thus walking around like a zombie); Jugendwort des Jahres 2015
DO YOU KNOW THESE GERMAN WORDS?
Alpha-Kevin: “The dumbest of them all.” Almost became Jugendwort des Jahres 2015 but was excluded to avoid discrimination
Tinderella: A woman who excessively uses online dating platforms such as Tinder
DO YOU KNOW THESE GERMAN WORDS?
Wutbürger: A person who is angry at the political establishment; Wort des Jahres 2010
DO YOU KNOW THESE GERMAN WORDS?
merkeln:To do nothing, to make no decision and voice no opinion; Jugendwort des Jahres 2015
DO YOU KNOW THESE GERMAN WORDS?
Gutmensch:Do-gooder, a person with a perceived sense of superiority over others that is based on his or her own elevated standards of morality and/or lifestyle; “Unwort des Jahres” 2015
YOU GAIN SOME, YOU LOSE SOME• blümerant• hanebüchen• Dreikäsehoch• Habseligkeiten• grimmig• allerorten• Affenzahn• Gassenhauer• Gänsewein
http://www.bedrohte-woerter.de/
Why should I care?
KEEPING UP = GOOD FOR BUSINESS
Better translation
qualityHappy clients
KEEPING UP = GOOD FOR BUSINESS
Morejob
opportunities
MARKETING, ADVERTISING & PR• Keep target audience in mind• Write on their level• Use neologisms, anglicisms,
loanwords and jargon effectively• Desired associations • Emotional responses• Memorable campaigns
WHAT YOU DON’T KNOW CAN HURT YOU(R BRAND)
How do we stay on the pulse of language evolution?
IMMERSION
IMMERSION = ACTION
READING• Books & e-books
• Newspapers & magazines
• News apps
• Websites/blogs
• Social media posts & comments
• Newsletters
• Online news subscription services (Google News, Xing)
GERMAN NEWSPAPERS & MAGAZINES IN THE USA
• Amerika Woche $77.95/year (20 issues)• Nordamerikanische Wochen-Post
$74.95/year (weekly)• Neue Presse $29.95/year (weekly)• Das Fenster $31.95/year (12 issues)• Florida Sun $14.95 (4 issues/year)• German World (bilingual) $12.95/year (4
issues) * Prices current as of Oct. 19, 2016
GERMAN NEWSPAPERS & MAGAZINES IN THE USA
List and links available at www.press-guide.com/usa.htm
GERMAN PUBLICATIONS THAT DELIVER TO THE USA
Newspapers
• Frankfurter Allgemeine Zeitung
• Süddeutsche Zeitung
See more, incl. prices, at www.glpnews.com
LISTENING• German TV
• YouTube
• Netflix
• Audible
• Online radio/radio apps
• Podcasts
STREEMA - RADIO
STREEMA - TV
EVERYDAY CONVERSATION
• Professional networks
• Facebook groups
• German clubs & Stammtische
• German schools
• German stores
• Online forums
• Facebook comments
• Meetup.com
CPD• Webinars (DVÜD, BDÜ,
ACADEMIA Webinars)
• iTunes U
• MOOCS
OTHER TIPS• Adjust smartphone settings
• Set GPS to German
• Slogans.de
DANKE!Q U E S T I O N S ?
M A R I O N @ I M C T R A N S L AT I O N S . C O M